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TrustYou platform offers an efficient and easy-to-use system for tracking and responding to online reviews

The following interview is with Emma Shaybani of HEI Hotels and Resorts. HEI Hotels and Resorts is a leading hospitality investment and management company with brands ranging from Westin and Le Meridien to Aloft and Hyatt.

Q. Ms. Shaybani, you track the online reputations of HEI's entire portfolio. Why do you think that online reputation is so vital to a hotel's business?

A. Reviews and guests' opinions are incredibly important when travelers are looking to make a booking decision. Therefore, a hotel's online reputation has the ability to make or break a hotel. Properly managing a hotel's reputation ensures that it is living up to - or exceeding! - guests' expectations.

Q. How does HEI manage the online reputations of its multiple brands and portfolios?

A. The brands that I work with all use different online reputation management (ORM) tools, so I have worked within each brand's preferred tool to track key performance indicators like overall scores, management response rates and semantic scores. 

Q. That sounds complicated. What do you like about TrustYou's ORM tool?

A. As I said, I use many ORM systems, but TrustYou makes analyzing, and responding to reviews an easy task. TrustYou has made what can be a complex task time efficient for both myself and the General Managers. The layout allows for easy navigation and displays crucial information in a format anyone can understand.

Q. So, ease of use is key? 

A. Ease of use and efficiency can make or break a hotel's online reputation, especially for companies like HEI that manage multiple brands or hotels. That may sound like a strong statement, but if the tool is clunky or complicated, hotels just won't use it or won't use it effectively.

Q. Are you able to share any stats about how managing a hotel or brand's online reputation through TrustYou has helped to improve its scores?

A. We do not publicly publish any internal statistics, but using TrustYou's tools, we can quickly benchmark our portfolios to ensure that any areas that need improving are fixed immediately.

Ms. Shaybani, thanks for your time. 

About TrustYou

TrustYou's Mission is to positively influence travelers' decisions. We know that customers digest and leverage lots of opinions to make good choices, and we are passionate about better travel, tourism and hospitality experiences. Since 2008, TrustYou has set the standard for big data and online reputation management with solutions for hotels, restaurants, destinations and intermediaries to analyze online reviews, tweets and posts across the social web, to gather trusted reviews directly from its customers, and to use the authentic conversations to successfully market online reputations. To learn more, visit

Contact: Margaret Ady / +49 89 548 029 25

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